Go To Market Strategies:

Digital Marketing
David Bell (@davidbnz)
Xinmei Zhang and Yongge Dai Professor
Digital Marketing is the use of Internet
connected devices to engage a customer

Definition
[Its still marketing*]
Elements of Digital Marketing
! Social Commerce: reviews, blogs, curators
networks, and the strength of weak ties
! Digital Advertising and Behavioral Targeting: big
data and micro-level targeting
! Experimentation and A/B Testing: More data
customer data collected in 2012 than all prior
years

Evidence on Importance of Brands
! Intangible assets now account for about 50% of
all assets for non-financial businesses (only
20% in 1950)
! About one third of the value in global stock
markets is attributable to brands
! The top global brands outperform the market;
majority of the top twenty stocks in Stocks for
the Long Run are strong brands
Other New Brands
! www.warbyparker.com
! www.harrys.com
! www.bonobos.com
! www.diapers.com

Goals and Tactics
! Brand goals: Heart and mind, thinking and
feeling (sometimes action as well)
! Key tactic: Build engagement through real world
events that can be leveraged up in the virtual
world

Digital Considerations
! [Outstanding value proposition and positioning]
! Authenticity and transparency (all stakeholders)
! Brand personality and humanization
! Infinite life and potential for serendipity
Ree Drummond runs one of
the largest blogs in the US
23M monthly pageviews;
4.4M unique monthly
visitors (rivaling The Daily
Beast)
Est $3.5M in annual ad
revenue
Book deals, TV show, Sony
Pictures movie based on
Rees book (Reese
Witherspoon starring)
Endorsing Land O Lakes
butter, among other brands
Source: New Yorker, Wikipedia, Federated
Media, Technorati
Organic Celebrity